HISTORY OF BASKIN ROBBINSBaskin-Robbins was founded in 1945 in Glendale, California by Burton Baskinand Irvine Robbins, ice cream enthusiasts and brothers-in-law, whose passioninspired what, is now the worlds largest chain of ice cream specialty shops.What was once a selection of 31 flavours—Baskin-Robbins "31®" stands for adifferent ice cream flavour for each day of the month—has grown to more than1,000 in its flavour library. "We sell fun, not ice cream."1945Irv Robbins opens Snowboard ice-cream shop in Glendale, California. Thestore‘s concept later became the first Baskin Robbins.1946Burt Baskins opens Burton‘s ice-cream shop in Passadena, California.1948Burt and Irv‘s stores grow to a chain of six stores and the founders decide to selltheir first licensing agreement pioneering the franchise business in the ice-creamindustry.1949Baskin-Robbins expands to 40 franchised stores across Southern California.1950Baskin-Robbins introduces the signature miniature Pink Spoon, encouragingice-cream enthusiasts to unlimited tastes.1953Burt and Irv consolidates stores under the name Baskin-Robbins 31 Ice-Cream,creating the unique ―31‖ concept of offering a different flavour for each day ofthe month.
1957Baseball Nut hits stores to commemorate the Dodgers move to Los Angelesfrom Brooklyn.1958Baskin-Robbins offers nearly 150 flavours in the flavour library.1959The first Baskin-Robbins store outside of California opens in Phoenix, Arizona.1960‘sBaskin-Robbins expands nationwide with more than 400 stores.1964Beatle nuts hit the stores when the Beatle mania strikes the United States.19650031 Secret Bonded appears in stores to celebrate the popular James Bond007movie series.1969Lunar Cheesecake launches as the first man launches on the moon.1970‘sBaskin-Robbins expands internationally.1970Pink bubble Gums pops in stores.1976Valley Forges Fudge honours America‘s Bicentennial.
1980‘sMiami‘s Ice hits stores along with TV hit MiamiVice along with Preppy crazeBaskin-Robbins introduces Preppy Mints.1985Oreo Cookies ‗n cream becomes a new hit flavour.1994Cappuccino Blasts into stores nationwide.1995Love Potion #31 starts a Valentine‘s Day love affair.2002Shrek Swirl appears in dipping cabinets nationwide.2005 o Bold Breezes arrives into stores across the country. o Baskin-Robbins opens up the Birthday Club to ice-cream lovers of all ages. o Baskin-Robbins celebrates 60 years of providing innovative, high quality ice-cream treats with over 1000 flavours in the flavour library. 2oo8 Baskin-Robbins launched Soft Serve, making it the largest national chain to offer both Soft Serve and hand scooped ice cream.Today, Baskin-Robbins is the world‘s largest chain of ice cream specialtystores, serving over 300 million customers worldwide, but the brand is stillguided by the same credo and innovative thinking as its founders.Baskin-Robbins has historically led the industry with innovations such as hand-packed quarts of ice cream, a unique flavour ribbon technique and the use oftraditional ingredients such as apple pie and cheesecake. And, Baskin-Robbins
continues to introduce new creations that surprise and delight customers –Today Baskin-Robbins continues the tradition of creating ice cream flavoursaround historic moments and periods as well as honouring pop cultural figures,both real and fictional.
BASKIN ROBBINS IN INDIAIn the year 1993, India was introduced to the wonderful paradise of BaskinRobbins to give us a treat our taste-buds would never forget.In the years that followed the colourful and vibrant experience, Baskin Robbinshas reached every corner of India-be it the Mumbai suburbs or the hillymountains of Shilong.Currently Baskin Robbins has more than 425 outlets in over 95 cities in thecountry including top-notch 5 star hotels, top airline companies, leading retailchains and the finest malls and multiplexes in India.It scoops out lip-smacking variety of flavours, sundaes, ice-cream shakes andpolar Pizza‘s.With 1800 touch points all over the country Baskin Robbins has managed tocarve a name for itself in different corners of India, it is the most diverse ofbusinesses that belongs to Graviss Foods Pvt. Ltd. And a separate franchise thatexclusively caters to the SAARC region.
SWOT ANALYSISSTRENGTHS Location Proximity Strong brand awareness Never-ending focus on fun combined with their commitment to innovation and a quality customer experience is important when you are considering investing in a business More than 1000 flavours of ice-cream in the library include low fat and no sugar ice-cream Provide several services for different age groupsWEAKNESS Expensive compared to competitors pricesOPPORTUNITIES Market for expansion Can push sales to hotels and resorts in the nearby localities Provide party packsTHREATS The number of competitors increasing including the traditional competitors Emerging competitors with cheaper alternatives
THE 7 P’S OF MARKETING IN RELATION TO BASKIN ROBBINS I. PRODUCTICE CREAMS 1. Flavour of the month: Savor the flavor of the season with our Flavor of the Month. Theres always new delicious scoops to try in a cup, cone, shake or sundae, so stop by and ask for a free taste. Hurry in before the end of the month! 2. Classic flavours 3. Seasonal flavours 4. Regional flavours 5. Bright choices 6. Soft serves: Smooth and creamy Vanilla Soft Serve is available at Baskin-Robbins®. Try our Cones, Parfaits and 31° Below® Mix-In Treats, or take home a 31° Below® Pie. These swirls of Soft Serve are fun and delicious any way you eat them. 7. Grab and go: Take home your favorite flavors with our fresh-packed and pre-packaged ice cream. Or discover our delicious take home treats. Get any of our BRight Choices® flavors in a fresh-packed container. 8. The deep freeze
II. PRICE The ice cream parlour spends spends about 8-9 % of its revenue on advertising each year. Baskin robins hiked their prices by 10 % in april 2010 due to the rise in commodity prices. With a turnover of nearly Rs 60 crores in 2008 the company is growing at the rate on 35 % a year as compared to the industry average of 12% per year.
IV. PROMOTION No need for too much marketing activities because of the already established brand name. Weekly lucky draw coupon is provided to the customers. In coupons also they will collect all the contact details of the customers and will inform them about the lucky winner. The prices are in terms of one kg ice-cream, half a kg and a double scoop. GET 31 ON 31: This offer is followed globally where on the last day of the month any purchase made more than Rs 310(in India) is given a discount of 31%. They also give gift coupons to their customers during some seasons and through corporate tie-ups. Birthday clubs: in which birthdays are noted and stored into the system, and they will send birthday reminders to their customers, started for children but now after finding that it was good they have extended the scheme for adults also. Discount will be given to the customer on their birthday if they have a record. Contact details of the customers are being collected and stored into the system and regular contact is maintained through e-mails and messages. Baskin Robbins National level Junior Cricket 7s tournament. ‗Yo Yo Masters road show‘ f or Delhi‘s children and adults, organised by Cartoon Network Enterprises was held in Baskin Robbins store in Connaught Place, Delhi on July 2007. Sponsored lucky coupons for ‗Monsoon Masti‘ festival organised by Rajiv Gandhi International Airport Limited, Hyderabad held on July 2009. Distributed free passes for ‗Amaze 2008‘, B-school fest, organised by The Indian Institute of Planning and Management (IIPM) in Bangalore. Sold tickets for rock concert ‗Rock ‗n India‘, designed along the lines of international rock festivals, held in Bangalore in March 2008. In March 2009, Pizza Hut & Baskin Robbins launched an offer that provides Pizza Hut patrons an opportunity to sample a range of Baskin Robbins ice-creams, on placing pizza delivery orders. Baskin Robbins also advertises and promotes itself through various movies and television shows.
It also distributes pamphlets and advertises in the newspapers about its various promotional offers.V. PEOPLE There are 3-6 employees, one manager and other staff members The staff are recruited and trained by the manager(the training is on the job and mainly consist of customer relationship and the serving) They have 2 daily shiftsVI. PROCESSSERVICE DELIVERY PROCESS
VII. PHYSICAL EVIDENCE Approximately 250 square feet outlet Music being played The ambience is light golden colour with yellowish lamps Display of different ice-cream flavours Different product pictures are displayed on the walls and behind the counter There are around 5-6 seats for the customers There is less privacy to the customers
ANALYSIS OF THE CONSUMER SURVEY 1) Thinking of this visit, how satisfied were you with your overall experience at Baskin Robbins? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied 50 45 40 35 30 25 Series1 20 15 10 5 0 1 2 3 4 5Majority of the customers selected the option of being satisfied with theirexperience at baskin robin which shows us an overall positive experience 2) Considering the quality of your experience in relation to what you paid, how satisfied were you with the value you received for your money? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied
Chart Title 1 2 3 4 5 2% 16% 8% 26% 48%Almost 50 % of the customers are satisfied with the price as its reasonable andat par with its competitors and provides good quality. 3) How satisfied were you with the price of the product that you purchased? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied 60 50 40 30 Series1 20 10 0 1 2 3 4 5Here most of the people are neutral and satisfied and not completely satisfiedwhich shows us room for improvement.
4) Overall, how satisfied were you with the level of service received from the crew? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied Chart Title 2% 11% 8% 1 2 3 33% 4 46% 5Here again almost half of the customers were satisfied with the service whichshows good hospitality. 5) Thinking of this visit, how satisfied were you with the cleanliness of Baskin Robbins? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied
70 60 50 40 30 Series1 20 10 0 1 2 3 4 5Here again the response is positive as most of the people have selected theoption of satisfied and neutral. 6) Overall, how satisfied were you with the atmosphere of Baskin Robbins? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied Chart Title 1 2 3 4 5 3% 16% 11% 26% 44%According to the customers the place and atmosphere is good enough for an icecream parlour and are mostly satisfied.
7) Did the crew member help to influence your menu selection? (a) Yes (b) No Chart Title 2 35% 1 65%Many customers claimed that the crew member sometimes has a say its theirselection as they often suggest some new flavours that have been introduced andoften people are confused as to what flavour to select. 8) How likely is your decision influenced by a suggestive sell? (a) Very unlikely (b) Unlikely (c) Average (d) Likely (e) Very likely 60 50 40 30 Series1 20 10 0 1 2 3 4 5Many people say their decision is influenced by a suggestive sell on anaverage.
9) Thinking of your most recent visit to Baskin-Robbins, what did you order? (a) Ice-cream cone/cup (b) Sundae (c) Milkshake (d) Cappuccino Blast (e) Fruit blast/Smoothie (f) Ice-cream Cake (g) Take home ice-cream (h) Other ________________ 45 40 35 30 25 20 Series1 15 10 5 0 1 2 3 4 5Most of the people select ice creams, sundaes and milkshakes as options mostlyone third of the customers selected these customers. 10) Overall, how satisfied were you with the quality of the product purchased? (a) Extremely dissatisfied (b) Dissatisfied (c) Neutral (d) Satisfied (e) Extremely satisfied
Chart Title 1 2 3 4 5 3% 17% 10% 18% 52%Everyone is satisfied mostly as baskin robins a good place. 11) Do you avail any promotional offers at Baskin Robbins? (a) Yes (b) No 80 75 70 60 50 40 35 30 20 10 0 1 2 Series1More than half of the people do not avail of the promotional offers as they aremostly not aware of it. 12) If Yes, which one? (a) 31% off on every 31st (b) Birthday club (c) Weekly coupon (d) Sseasonal offers
Chart Title 37% 34% 1 2 3 4 23% 6% Here we realized that most of the people avail of the 31% off and on seasonal offers compared to the others. 13) Based on your most recent visit, how likely are you to return to this Baskin Robbins? (a) Very unlikely (b) Unlikely (c) Average (d) Likely (e) Very likely 45 40 35 30 25 20 Series1 15 10 5 0 1 2 3 4 5Most of the customers selected the very likely option as they would like to visitthe outlet again which shows they had a positive experience.
14) Based on your most recent visit, how likely would you be to recommend Baskin Robbins to friends or family? (a) Very unlikely (b) Unlikely (c) Average (d) Likely (e) Very likely 1 Chart Title 4% 5 2 13% 13% 4 3 40% 30% Many people would definitely recommend it to their friends and family.